RSM251H1 Lecture Notes - Lecture 4: Foodservice, Barilla Group, Inferior Good
Document Summary
Academia barilla: stand alone venture launched in 2004 to preserve, develop and promote authentic italian cuisine. High end product line: olive oils, curved meats, cheeses. 40-60% share in dry pasta and bakery categories in italy. Products introduced to high end chefs at top italian restaurants in usa. Goal: capture billion share of fake italian products in the usa market. High volume production and sales of fast moving low priced goods. Created strong brand name and image for pasta, recognizable products. Invested on a 1. 25 million m^2 state of art pasta plant in italy which caused them to go bankrupt. 1971: sold the company to wr grace inc. > 1979: bough the company back. 1990s: aggressive expansion outside go italy - pushing distribution and national ads, returned to pro tability in 1998. Cooks believed that good pasta had to be made fresh. 1990-1994: us imports of italian pasta doubled to m > potential market for barilla.
